VALUE-BASED MARKETING TRANSFORMATION IN ISLAMIC HIGHER EDUCATION: A MULTIDIMENSIONAL ANALYSIS OF COMPETITIVE DEVELOPMENT STRATEGIES, BRAND IMAGE, AND TRANSFORMATIVE STUDENT EXPERIENCES

Hardi Mulyono; Muhammad Hilman Fikri; Arief Hadian; Dedi Juliandri Panjaitan; Abd. Rasyid Syamsuri

doi:10.22437/jiituj.v9i3.43194

Authors

Hardi Mulyono Universitas Muslim Nusantara Al-Washliyah https://orcid.org/0000-0003-4404-493X
Muhammad Hilman Fikri Universitas Muslim Nusantara Al-Washliyah https://orcid.org/0009-0000-8500-2627
Arief Hadian Universitas Muslim Nusantara Al-Washliyah https://orcid.org/0000-0002-4972-7169
Dedi Juliandri Panjaitan Universitas Muslim Nusantara Al-Washliyah https://orcid.org/0000-0002-1342-0472
Abd. Rasyid Syamsuri Universitas Riau https://orcid.org/0000-0003-4349-0559

DOI:

https://doi.org/10.22437/jiituj.v9i3.43194

Keywords:

Brand Image, Competitiveness, Islamic College, Marketing Strategy, Student Experience

Abstract

This study analyzed the marketing strategies of Islamic universities in North Sumatra in strengthening institutional competitiveness through a quantitative approach using structural equation modeling (SEM). A total of 125 respondents participated, and the findings revealed that brand image (0.401), value-based marketing strategy (0.321), and service quality (0.276) significantly contributed to university competitiveness. Mediation analysis further showed that student transformative experience provided a strategic pathway, with notable contributions from brand image (0.356), marketing strategy (0.287), and service quality (0.242). These results underscore that creating meaningful student experiences serves as a critical driver in enhancing the competitive positioning of higher education institutions. The novelty of this study lies in developing a conceptual framework that explicitly integrates marketing strategies with the Islamic spiritual context, thereby challenging the traditional paradigm that views higher education marketing solely from a transactional or utilitarian perspective. By embedding spiritual and value-based principles into branding and service quality, the framework highlights how Islamic universities can differentiate themselves in an increasingly competitive global academic landscape. Practically, the study provides a strategic blueprint for university management, encompassing value-based branding, innovative communication, enhanced service quality, and the cultivation of transformative student experiences. Beyond producing intellectually capable graduates, the findings stress the importance of nurturing individuals who are spiritually grounded and adaptable to global change. This integrative approach positions Islamic universities not only as centers of academic excellence but also as institutions of character formation and moral leadership in society.

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Author Biographies

Hardi Mulyono, Universitas Muslim Nusantara Al-Washliyah

Universitas Muslim Nusantara Al-Washliyah, Sumatera Utara, Indonesia

Muhammad Hilman Fikri, Universitas Muslim Nusantara Al-Washliyah

Universitas Muslim Nusantara Al-Washliyah, Sumatera Utara, Indonesia

Arief Hadian, Universitas Muslim Nusantara Al-Washliyah

Universitas Muslim Nusantara Al-Washliyah, Sumatera Utara, Indonesia

Dedi Juliandri Panjaitan, Universitas Muslim Nusantara Al-Washliyah

Universitas Muslim Nusantara Al-Washliyah, Sumatera Utara, Indonesia

Abd. Rasyid Syamsuri, Universitas Riau

Universitas Riau, Riau, Indonesia

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